Following Sharp was Professor Emeritus Richard Silberstein, Chairman at Neuro-Insight. On a similar vein to Sharp’s mental availability model, he emphasised the importance of memory in influencing buyers.

‘Long term memory encoding is the most important measure as it has been shown to correlate with decision-making and purchase intent.’

Silberstein’s research into neuroscience has shown that “the purpose of long term memory is not just intended to be a memory of the past but also a mechanism to guide future behaviour.”

This is what makes memory the most important factor that brands should be looking to influence.

One other speaker worth sharing was Dr Amantha Imber, a psychologist at Inventium who gave some valuable insights on how to businesses can get better at innovation.

Imber has found that businesses quite often are simply not asking the right questions.

“People are buying solutions to the problems that they have. Ask a customer when they were last frustrated.” Dr Amantha Imber #MSIX17